Survey Reports Trends in Online Reviews

On Average, US Adults Read Eight Reviews Prior to Booking Hotel

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. March 16, 2009

DALLAS, TX, March 16, 2009 - Think you know all you need to about the hotel you just booked? If you did so without reading online reviews, you might want to think twice about your choice. hotels.com(R), a leading provider of lodging worldwide, notes that as travelers shop more carefully they are taking opinions of recent travelers into greater consideration. The site now features one million authentic reviews - all from guests who have booked through hotels.com and completed their stay.

Guest reviews are important to travelers for a number of reasons, according to Scott Booker, chief hotel expert and guest advocate at hotels.com. "Reviews help travelers filter an enormous amount of information about their possible hotel options, helping them find great properties and avoid the lousy ones. Also, reviews offer specific details about the stay that would be difficult to find elsewhere - such as feedback about excessive traffic noise, poor water pressure in the shower, or a first-rate complimentary breakfast. Travelers value the candid assessments that a recent hotel guest can provide - they want to learn from someone who's literally been there."

Different guests want different things from their trips, so not all reviews will be relevant to every traveler. A review from a family leisure traveler citing a small and crowded pool area may be a deal-breaker for another family traveler, but not a problem for the business guest who doesn't plan on spending time there.

Included below are key findings from a hotels.com survey of U.S. adults on their online travel planning habits. According to the survey, travelers are:

• Spending more time online - On average, U.S. adults who use online resources to research and plan a vacation ("online vacation researchers") spend eight hours doing so, an increase of 48 minutes over the previous year.*

• Reading several guest reviews - Online vacation researchers who read reviews when planning travel say they consult, on average, close to eight reviews prior to booking a hotel.**

• Watching for red flags - People pay close attention to the negative experiences they read about in reviews. When asked what red flags would prevent them from booking a property, 96 percent of online vacation researchers who read guest reviews before booking a hotel said a dirty room, 95 percent said bed bugs, and bad location and rude staff tied at 85 percent.

• Relying on reviews for family trips - Ninety-two percent of online vacation researchers who read guest reviews before booking a hotel said reviews are most helpful when planning a family vacation, followed by travel to an unfamiliar destination (89 percent).

• Willing to share the good and bad about their hotel stay - While 23 percent of online vacation researchers acknowledged they were more likely to post a review after a negative property experience, the majority - 52 percent - said they were equally likely to post a review after a positive or negative experience.

• Figures in the first bulleted segment refer to U.S. adults ages 18+ who use online resources to research and plan vacations

** Figures in the second-fifth bulleted segments refer to U.S. adults ages 18+ who use online resources to research and plan vacations AND read guest reviews prior to booking a hotel.

What to Look for in a Review

What constitutes a good, useful review? Booker notes that this will depend greatly on the traveler and the type of trip being planned. "Generally speaking, a useful review is one that helps the traveler move closer to a decision to book or avoid a particular property."

On hotels.com, guests are writing frequently about five areas - location, renovations, quality of service, kitchen space, and value. As you plan your next hotel stay, look for these points to help you pick the right property:

• Location of property - Do reviewers note the hotel's convenience to shopping, popular landmarks, restaurants and more? If these places are within walking distance, the traveler may not need a car on the trip. If the hotel only has a pricey restaurant on-site - or no dining options at all - having other choices nearby is often an important consideration.

• Property renovations - Reviewers often include details about recent remodels to rooms or common areas, which can make a stay more pleasant. Are recent guests commenting on a property's new linens, fresh paint or flat-screen TVs? Are they noting points that may have been missed during upgrades?

• Kitchen space and supplies - These amenities are noted often by family travelers who have stayed in vacation rental or suite-style accommodations. Do reviewers state that they had all the equipment they needed to cook and serve a meal? Is the kitchen space a reasonable size, and are appliances in working order? If not, consider a different property.

• Quality of service - Was the front desk helpful to the guest at check-in and throughout the stay? Were requests for repairs and orders for room service handled quickly?

• Value - Perhaps the most important points to look for in a review relate to value: Do recent guests say the property was a great value for the money? Would they stay there again? If two properties seem identical, but reviews for one cite value repeatedly, that property may be the best bet for the trip.